Swinging Between Styles

RSW (short for Rama Swiss Watch) was present at the Geneva Time Exhibition to showcase its collection to press and clients before the usual annual showing at Baselworld. This brand known for its conceptual designs and futuristic products is determined to grow not only in stature but also in its catalogue, mixing contemporary styling with avant-garde fashion and even a recently added classic flavor.

Could such diversity be detrimental to the focus of the company, or is it a proof of how comfortably eclectic it is? “The direction of the company is first of all to remain independent and to aim at providing some unique timepieces in terms of design at very acceptable prices under the Swiss Made label,” says Sven Henriksen, sales and marketing manager at RSW. “For us, a Swiss watch shouldn't be a luxury item or targeted at one specific taste. We have four really different collections so everyone can have an affordable Swiss watch.”

The unusual to the traditional

Looking at its catalogue, the La Neuveville-based firm could even be the Swiss watch brand with the widest spectrum in styling. “We're known for urban, contemporary design and unusual timepieces, especially because of the Outland line that largely contributed to spread the RSW name. We also have a ladies and jewelry line. Then we have the top of the range: the High King collection comprised of models with complicated movements that give the brand technical credibility, with prices ranging from 4,000 to 20,000 Swiss francs. And we also have more classical, mainstream lines – the most important being the La Neuveville, dedicated to the city where we are now based. It celebrated 700 years last year.”

However, even the traditional looks come with a twist. “The mechanical La Neuveville has a crank crown system that makes the piece very unique and easier to wind. It's a patented system and we are the only brand to use such a device. When we first issued La Neuveville in a limited-edition series of 700 pieces with a special dial and numbered case at Baselworld 2012, people liked the way it looked and we had many requests to add new models to the line. We obliged: here in Geneva we are introducing a 32 mm ladies version with quartz movement and also a 42 mm quartz chronograph as an extension, but especially a 44 mm automatic chronograph with the patented crank crown.”

Almost a century, four generations

RSW is a part of Rama Swiss SA, an independent family business that goes back to 1914. Its 100th anniversary looms large in the horizon. “It has always belonged to the Marachly family, and today there are three brothers in the fourth generation that still run the company. Our strategy is to develop and optimize our distribution; the brand was mainly available in the Middle East and European countries (Swiss, France, Germany), but we're growing in Eastern Europe, Japan and most recently China, Malaysia and Singapore,” adds Henriksen.

The move from Biel to the lakeside medieval city La Neuveville in 2003 was accompanied by the creation of a modern factory that set RWS for the near future. Right now, the annual production is between 25,000 and 30,000 watches, and the brand plans on broadening its progressive design concept to conquer new markets. But a couple of things won't change. “We want to remain independent. And make affordable Swiss watches.”